Saturday, May 19, 2007

Shopping the Competition--At The Dealer?

Mark Tapscott comments on his blog about how GM is suggesting to Chevrolet dealers to rent a Toyota Camry to show next to the new Malibu.

Wow, that's ballsy. Good for GM. It could backfire, though--"Look, honey, the Camry has a much nicer..."

Ford was already doing the "taste test" ads where people supposedly like the Fusion better than the Camry or Accord... but putting the competition's car in the showroom takes it to a new level.

Tapscott wants them to go even further, and allow test drives of the main competition, like that insurance company that offers to let you shop the competition on their web site.

I'd be very surprised if that happened. Not just for cost or liability reasons, but what about credibility? Think of how this could be abused--the Chevy dealer could secretly sabotage the Camry, introducing squeeks and rattles, or knocking out the highest gear on the transmission to increase engine noise. If you had a bad Camry experience at a Chevy dealer, would you trust it?